After a dull, even overly conservative New York Fashion Week dominated by safe shapes and predictable combinations, London served something completely different a burst of energy that was sorely missing in New York. H&M seized this moment to remind the world, after a seven year hiatus, that a fast fashion brand can surprise not only with price but also with creativity.
The show took place at 180 The Strand and immediately captured attention with its multidimensional approach it was not just a presentation of a collection but a full-fledged spectacle combining fashion, music, and performance. The evening’s star was British singer Lola Young, who not only performed on stage but also stepped onto the runway wearing a black bomber jacket, a pleated skirt, and over the knee boots, adding an unmistakable dynamic to the event. She was joined by some of the biggest names in modeling Alex Consani, Mona Tougaard, Paloma Elsesser, Lila Moss, Iris Law, and Romeo Beckham under the creative direction of the legendary Katie Grand, founder of Perfect magazine, with stylist Jacob K. shaping a cohesive yet bold visual identity for the show.
The event, titled “H&M&180: The London Issue”, stood out from traditional fashion presentations. The space was transformed into a brutalist-tropical landscape, with monumental screens and a dynamic set design keeping the audience in a constant state of movement and anticipation. It was an experience that went beyond the standard fashion show format theatrical, concert, and visual elements came together to tell a story about the modern H&M. The first segment focused on the H&M Studio line, where elegant tailoring merged with bold shapes and details, showcasing the brand’s ambition to creatively differentiate itself and reinforce its credibility in the fashion world. Subsequent acts introduced the Autumn/Winter 25 collection, drawing inspiration from Britpop and the cultural revolution of the late ’90s, with Lola Young returning to the runway in a signature ensemble that combined classic pieces with a modern, daring edge.
The final part of the show created a city-night atmosphere where the line between the physical and digital world seemed to blur. A symbolic moment occurred when streamer Marlon Lundgren Garcia left his front-row seat to walk the runway in a wool coat and pinstripe blazer from the H&M Atelier line. This subtle but significant shift between spectator and runway highlighted the brand’s ambitions showing that H&M can aspire to compete on a higher, more refined level. In the finale, Lola Young returned to the stage in a complete A/W25 outfit, performing her hits “Messy” and “d£aler,” closing the show in a festival-like atmosphere rather than a traditional runway presentation.
H&M’s return to London Fashion Week can be seen as a successful manifesto of courage and creativity. A brand long associated primarily with accessible mass-market fashion demonstrated that it can also build a distinctive identity in the world of high fashion. The event not only energized the first day of London Fashion Week but also sent a clear message: H&M is ready to compete not only with other fast-fashion brands but also with luxury labels. And while fashion continues to evolve, London proved that at the right moment, H&M can remind everyone that even high-street brands can put on a truly spectacular show.
Photos courtesy of H&M
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